Business values and ethics influence brand affinity among Gen Z

Surplus brand affinity among GenZ was narrowed to organisational ethics.

According to a 2019 AFFDEX report from UNiDAYS while affinity surplus for some brands was universal, with Nike, Netflix and Instagram being popular with Gen Z. But, brand affinity for Gen Z, came down to prioritisation of long-established brands with trust and recommendations from friends.

While Gen Z has a strongly-held affinity for certain long-established brands, but the relationship is also determined by complex ideas such as brand trust. Alex Gallagher, chief strategy officer at UNiDAYS said, “it’s important to note that ethical concerns are still important to this generation.”

This piece says that Gen Z are complicated consumers, with their buying behaviours being shaped and crystalised, even as their purchasing power is increasing. This shift in power could mean billions of dollars at stake for brands who are not aligning their values with the younger generation.

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At the heart of our company is a global online community, where millions of people and thousands of political, cultural and commercial organizations engage in a continuous conversation about their beliefs, behaviors and brands.